Tilda Swinton - Life Eraser Katerina Jebb

Tilda Swinton - Life Eraser Katerina Jebb

Betony Vernon - Real Woman Katerina Jebb

Florence Thomassin - Oral Fix Katerina Jebb

Isabelle Townsend - Mind and Soul Control Katerina Jebb

Simulacrum and Hyperbole by Katerina Jebb opens on September 23rd at the Gloriamaria Gallery in Milan

An all-star cast for the misleading series of "adds" - seven short videos, 60 seconds each - on show for the exhibition Simulacrum and Hyperbole (simyəˈlakrəm and hīˈpərbəlē), that the artist Katerina Jebb presents at the Gloriamaria Gallery, via Watt 32 in Milano (until November 2nd). The subtitle The 7 products you cannot live without this fall is a clear reference to the imagery of fashion and adds.

Jebb's videos play with the often-deceptive promotional communication for luxury goods, to launch messages that are not consolatory at all. Oils with curative powers, anti-aging creams, futuristic insurances, elixirs for a long life, powders with phenomenal powers: miraculous powers that promise stupefying changes or, better, vaunt the victory on the (lost) battle against physical and moral decay.

"Nano-charged nihilism for the future of your unborn skin": this is the message that the doctor Tilda Swinton suggests offering a miraculous cream that erases wrinkles. And also: "Want an amazing life after death?", asks Kristin Scott Thomas: "Trust the Cryogenics Institute". If you want to become even sexier, follow the advice of Florence Thomassin and smoke Oral Fix cigarettes: "The smoke is sexy!". And if you have decided to save your most precious "treasure"? Kylie Minogue advises you to go to Body Beautiful Insurances.

Filmed with little means between London and Paris, these short adds recall the lies that surround us everyday, glorifying an eternal beauty on the outside, and by so ephemeral. Like the message from the ex Ralph Lauren image model, Isabelle Townsend, says: "Itʼs not you thatʼs the problem, itʼs your life".